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Increased Coors spending could help the incumbent, but Deutsch and Arnold are expected to take a substantial bite out of Foote, Cone & Belding’s fees from the brewery’s $200 million business, sources said.
Deutsch, which plans to produce new Coors Light work by year’s end, may be getting the big gest boost, sources said.
Sources equated the agency’s win to an account that bills $80 million, a figure a Coors representative discounted. The agencies will be receiving individual assignments and participating in occasional shootouts, the representative said, making it impossible to assign a billings figure to the work.
Coors spent $120 million on Coors Light, which FCB and Deutsch/ LA will share, last year, per CMR.
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